Mobile Rich Media gets richer

  Mobile Rich Media refers to a range of interactive digital media which can be embedded in mobile apps or other forms of mobile content.  It's a form of content and messaging being explored by advertisers and marketers - offering opportunities for them to experiment with features from basic video ads or click-to-call buttons, to mapping nearby stores and offering location-based coupons.  Advertisers are expected to spend $2.4 billion this year on in-app advertising alone.  With the increasing downloading and use of mobile apps (ComScore reports more than half of mobile users downloaded apps in the last three months), some industry analysts are projecting in-app advertising expenditures to surpass $7 billion annually by 2015.
  Growth in this area will also be helped by AOL's decision to extend its "Project Devil" online advertising service from desktop Web sites to mobile devices.  The service is a shortcut to rich media offerings, allowing users to click on expandable banners to do things like watch a video, browse photos, or view feeds from a brand's Facebook or Twitter page.

“Mobile advertising gives marketers the chance to reach consumers on a more personal level than any other type of advertising,” said Juniper analyst Charlotte Miller. “Creating immersive and entertaining experiences to attract the attention of the consumer is essential for marketers wanting to take advantage of the massive increase in app usage.”

  Jupiter Research projects that overall mobile advertising revenues will triple by 2017 (mostly from North America and Western Europe), and that spending designated for mobile messaging will grow eightfold over the same period.

Source -  Mobile Rich Media To Top $7B In 2015,  Online Media Daily